The global fast-food chain has pulled a Christmas commercial created using generative AI following receiving considerable criticism on social media.
The brief ad was produced using AI video tools and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Following its publication, viewers on social media criticized the employment of AI in the advert. A number of described it as "creepy" and "poorly edited".
"This incident is an important learning as we explore the proper utilization of AI," stated a representative from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that might go awry during the Christmas break, under the theme "the most terrible time of the year".
The Movement of AI-Generated Ads
Campaigns that feature AI-created content have become a growing phenomenon among major corporations, notably for the holiday period.
- Coca-Cola has similarly launched consecutive AI-created Christmas ads.
- Inherent Limitations: As segments produced with current AI video tools are prone to become unstable the more extended they are, most AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The ad also raised worries about automation in the production industry, with some commenters pointing out it might negatively impact opportunities for camera crews.
Response from the Production Company
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the creation took "seven weeks" and involved generating "numerous versions" which were then edited during the edit "just as we would on any standard production".
"This was not an experiment," she said. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's ad was predominantly panned, the sentiment for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly garnered a 61% "favorable response" from viewers.
However, several companies have likewise encountered criticism for using the technique in marketing. Italian fashion house Valentino, for example, was lambasted for ads that critics called "low-effort" and "disturbing".
The incident highlights the evolving conversation within the advertising and production industries about the trade-off between technological innovation and audience reception.
